2025 Top Tech for Brokerages by Inman and T3 Sixty for Marketing Center, Content Marketing, and AI.
HomeSmart needed more than a better design tool. The company needed a marketing platform that could support a national franchise network, more than 26,000 agents, multiple DBA structures, state by state compliance needs and a major company rebrand.
The existing Marketing Design Center had served HomeSmart for years, but the company had outgrown it. Agents wanted faster turnaround, more autonomy and modern capabilities like AI, automation, market stats and social content tools. Internally, the marketing team needed to move away from manual production work and into a more strategic role.
By partnering with Maxa, HomeSmart relaunched its Marketing Design Center as a scalable, compliant and brand consistent platform that could support agents across 48 states while helping the company execute its rebrand with speed and control.
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“Maxa gave us the infrastructure to modernize our marketing, empower our agents, and scale our brand with speed and consistency.”
— Lauren Fox, Homesmart
The stakes were significant. With 26,000+ agents spread across 48 states, any inefficiency in the system multiplied quickly — and with a company-wide rebrand set for October 2025, HomeSmart needed a platform that could support that scale from day one, not one that would need to be rebuilt again in a few years.
HomeSmart considered three paths: continue investing in its existing platform, evaluate Canva, or move forward with Maxa. With recommendations from franchise owners already familiar with the platform, Maxa emerged as a potential long-term partner.
The decision went beyond features. HomeSmart needed enterprise scale, franchise flexibility, custom integrations, brand control, and compliance across multiple markets. Maxa provided those capabilities while working closely with HomeSmart’s technical and marketing teams to adapt the platform and its roadmap around the company’s needs.
“Maxa fit the bill. They hit a home run in what I would say were three major areas that we needed.”
— Todd Sumney, Homesmart
HomeSmart and Maxa mapped technical, brand, user, and compliance needs before moving into implementation. The platform launched first; the new brand followed once the connected system was ready to carry it nationally.
Technical, brand, user, and compliance requirements were mapped.
The agreement was signed and implementation moved into build mode.
The elevated Marketing Design Center went live on schedule.
The new brand moved across 48 states and 26,000+ agents.
HomeSmart needed national consistency without stripping flexibility from franchise offices, local teams, or agents. Maxa’s structure made it possible to manage brand variations inside the system instead of rebuilding them manually.
DBA + logo flexibility
Local identities worked across templates while preserving the national brand.
Agent Testing Group
Market stats, QR codes, video, social, AI, and scheduling.
Listing marketing kits
MLS-connected packages assembled from the agent’s existing workflow.
The strongest signal was practical: agents could solve everyday marketing needs themselves.
“The social media has been off the charts with adoption and with agent satisfaction. They love all the social media templates.”
— Todd Sumney,
Chief Industry Officer @ Homesmart
Mandatory information could not be removed or changed by mistake.
Information populated through controlled sources rather than manual entry.
Office, franchise, REALTOR® designation, and board distinctions stayed manageable.
— Todd Sumney, Homesmart
For a nationwide rollout, compliance was essential. The system reduced risk by keeping agents from having to make every compliance decision on their own.
“When we flipped the switch on October 14th, the excitement just went through the roof. Sign sales started going off the shelves and everybody wanted to wear the new look and feel.”
— Lauren Fox
The partnership improved agent experience, marketing capacity, brand consistency, and compliance at scale.
Modern tools and on-brand templates at no additional cost.
More time for strategy, support, and brand leadership.
Unified templates across DBAs, markets, and teams.
Modern tools and on-brand templates at no additional cost.
More time for strategy, support, and brand leadership.
Ready for new agents, franchises, and capabilities.
“Now we are very much a strategic marketing team because the tool is doing that production work.”
We will contact you within 24 hours to coordinate with our brand directors (onboarding specialists). In our demo we will cover current challenges, company goals, questions you may have, and MAXA solutions.
You can also schedule a demo with our team here >>.
Katie Rosier
Brand Director @ MAXA
Christopher Burzynski
Customer Success Manager @ MAXA
Daniela Schmidt
Brand Director @ MAXA
